Introduction
Nowadays people’s health awareness and the need for feminine hygiene products are experiencing rapid growth around the world, which also indicates that there is a lot of potentials to develop the market volume for the menstrual cup which has broad market prospects (Sansonetti, 2017). By referring to the three assignment I have done before and synthesis of opinions from different aspects, I decide to use Public Relations as my scenario and conduct some PR related activities as my message format to promote menstrual cups so as to increase the market share of Saalt in feminine hygiene products industry.
Audience Segment
The target audience I have chosen for Saalt are:1. Younger generation women. 2. Well-educated women. As market demand for menstrual cups is growing continuously, it also brings unprecedented challenges to manufacturers, including the investment from stakeholders and the capacity of production (Van et al, 2018).
While there is one thing that could make all stakeholders feel gratifying is that according to the marketing research, many younger generations and educated women prefer to choose menstrual cup instead of using tampons or sanitary napkins, as they believe that menstrual cups are more safe and sustainable (Pandey & Sumant, 2019). Not only these people have an open mind for accepting new things, but also they are also being very active in online shopping.
(Pandey & Sumant, 2019)
Unique Selling Proposition
The first potential unique selling proposition is eco-friendly. As mentioned before, most menstrual cups can be used for a long time which is a key selling point for the salesperson who works in Target. Sustainability is political correctness due to the widespread concern for the unsustainability of expanding material wealth (O’Hara, 1998). Compare with a tampon or sanitary napkin, it is disposable and most women will use around 10 sanitary napkins during their period time, so the consumption of menstrual cups is much lower than the other hygiene products (Seale, Powers, Guiahi & Coleman-Minahan, 2019).
The second potential unique selling proposition is unrestrained movement without worries of leaking. No matter what kind of sleeping position, women will not have the worry about leaking with matter what kind of sleeping position (Correa, 2019). As long as the menstrual cup is properly placed, women can run and jump in a free manner (Chrisler, 2018). They could also help to meet the goals of Saalt to stress the advantage of menstrual cups and it would be a great selling point for female customers with online shopping habits.
Message Format
The best message format for public relations scenario is a public activity. Saalt could launch some campaigns for women’s communities, educational institutions, and non-profit organizations by introducing them to menstrual cups and how to use them, which can be very useful for their own market growth and at the same time create a reputable brand image (Forstater, 2017). Another PR activity is sales promotion. For example, Saalt could have some sales discount on the menstrual cup on Target. By paying a very low price but share your experience online, you could get one more for free. By using these two message formats of Saalt, the target audience can be easily reached and also present the USP of Saalt’s product at the same time (Nunes, Couto & Cavadas, 2018).
Reference
Correa, D. (2019). Menstrual Cup Market Size to Hit $1.89 Billion by 2026 at 5.7% CAGR |. Retrieved 8 December 2019, from https://www.medgadget.com/2019/09/menstrual-cup-market-size-to-hit-1-89-billion-by-2026-at-5-7-cagr.html
Chrisler, & J., C. . (2011). Leaks, lumps, and lines: stigma and women\”s bodies. Psychology of Women Quarterly, 35(2), 202-214. Retrieved 8 December 2019, from
https://www.researchgate.net/publication/258181388_Leaks_Lumps_and_Lines_Stigma_and_Women’s_Bodies
Forstater, M. (2017). Mooncup: How to Market the Unmentionable. Retrieved 8 December 2019, from https://sustainablebrands.com/read/behavior-change/mooncup-how-to-market-the-unmentionable
Nunes-Carneiro, D. , Couto, T. , & Cavadas, Vítor. (2018). Is the menstrual cup harmless? a case report of an unusual cause of renal colic. International Journal of Surgery Case Reports, 46, 28-30. Retrieved 8 December 2019, from
O’Hara, S. U. (1998). Economics, ethics and sustainability: redefining connections. International Journal of Social Economics, 25(1), 43-62. Retrieved 8 December 2019, from
Pandey, S., & Sumant, O. (2019). Vietnam menstrual cups market size and growth analysis by 2026 | AMR. Retrieved 8 December 2019, from https://www.alliedmarketresearch.com/vietnam-menstrual-cups-market
Sansonetti, S. (2017). Gender Equality Plans in the private and public sectors in the European Union. Retrieved 8 December 2019, from http://www.europarl.europa.eu/RegData/etudes/STUD/2017/583139/IPOL_STU(2017)583139_EN.pdf
Seale, R., Powers, L., Guiahi, M., & Coleman-Minahan, K. (2019). Unintentional IUD expulsion with concomitant menstrual cup use: a case series. Contraception, 100(1), 85-87. doi: 10.1016/j.contraception.2019.03.047
Van Eijk, A. M. et al. (2018). Use of menstrual cups among s